Diverse digital marketing: increase engagement and reach

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Paper hands of varying shades of reach up toward a paper blue and green globe.

The essentials

  • Diversity matters. Promoting diversity and inclusion in digital marketing campaigns increases brand reputation and customer loyalty.
  • Inclusive strategies. Incorporating representations into images, site accessibility, and inclusive language contribute to fairer marketing efforts.
  • proven effect.Diverse and inclusive marketing campaigns result in higher customer preference, sales and inventory levels for businesses.

In today’s digital world, where customers have access to an ever-expanding choice of media, it’s important to ensure your marketing campaign reaches a wide and diverse audience. Using digital tools to reach a broader market with a diverse and inclusive campaign is the best way to reach your target audience. In other words, the term “diversity and inclusion” has resonated with different parts of 21st century society around the world. Digital marketing, too, has irresistibly ignored its allure — and with good reason.

When it comes to digital marketing, the idea of diversity and inclusion This includes creating campaigns that represent the interests of different people interacting with a brand. A 2018 study by Shutterstock found that an overwhelming percentage of generation Another report by Adobe found that 61% of Americans believed diversity in advertising was important.

Diversity and inclusion have been shown to have a positive impact on two key metrics of a business: valuation and revenue. A 2019 survey found that 64% of respondents took action after seeing a diverse and inclusive ad. That means diversity and inclusion has an impact on the call-to-action (CTA).

In addition, integrate Diversity and inclusion in digital marketing campaigns increases consumer engagement. according to a heat test Brands with more diversity in their campaigns reportedly saw 83% higher consumer preference. The same report also found that 69% of brands with representative ads saw a 44% average share gain between 2019 and 2021. Diversity and inclusion is therefore not just a hyped buzzword, but a strategy that has been proven to help companies.

However, achieving diversity and equity in digital marketing campaigns is not always easy. It requires a commitment to understanding and accommodating diverse perspectives, as well as ongoing efforts to ensure marketing campaigns are inclusive and reflect a range of experiences. I’ve pointed out many times that employee experience is a key component to delivering a great customer experience. Having a diversified workforce with different backgrounds and different perspectives allows companies to ensure their campaigns better serve different audiences.

Related article: 5 ways diversity and inclusion are impacting the customer experience

Strategies for integrating diversity and inclusion into digital marketing campaigns

Here are three ways companies can strengthen their diversity and inclusion skills:

1. Representation in pictures

A picture says more than a thousand words, said the English playwright William Shakespeare. He’s right.

according to a Facebook Ads Survey59% of respondents said they are more loyal to brands that promote diversity and inclusion in online advertising. “People want the true diversity of their communities to be showcased more often,” the survey reads.

However, using images alone – such as using stock images – is unlikely to benefit a brand. In the long run, potential customers will see through this facade. It is more important that representative images represent the brand’s target audience in order to resonate with customers.

In addition a Deloitte survey also found that “57% of consumers are more loyal to brands that make a commitment to addressing social inequalities in their actions.” This means that companies also need to address issues such as diversity in hiring etc. to ensure real-world practices of diversity and inclusion.

2. Website Accessibility

Perhaps the test case for the diversity and inclusion pitch is a website that provides access to a wide range of people. Website accessibility is the best way for brands to show they care about their potential customers, including those with disabilities. In fact, website accessibility is also a good PR move for any business looking to increase their brand equity.

Implementation of the POUR: Perceptible, operable, understandable, robust — The principle of website accessibility is strongly recommended for companies that want to reach a broader market. An accessible website is not only user-friendly, but also promotes search engine optimization (SEO).

According to the World Bank, 15% of the world’s population suffers from some form of disability. Additionally, several countries have strict website accessibility rules, and maintaining a disabled-friendly user interface will also help businesses avoid legal troubles.

3. Language usage

Use inclusive language that is “politically correct” and does not offend any segment of the potential market. Using gender-neutral terms like ‘you all’, ‘friends’, ‘guys’, etc., avoiding words with negative connotations, and staying up to date with trending words used by youth are some ways to employ inclusive language.

A company trying to build a solid marketing campaign wants to capture as many segments of a potential market as possible. otherwise, it might appear to be sending out a signal that its products are not intended for a particular category. While such exclusive signaling might work for a niche brand, most products around the world are aimed at the mainstream. Therefore, using the right words is imperative to building a loyal customer base.

A great example of integrative marketing is this 1971 Coca-Cola advertisement, where 65 people from different backgrounds enjoyed a cold drink on a hilltop. With this ad, Coca-Cola positioned itself as a brand that promotes inclusivity and diversity around the world.

Strengthen engagement: Use diversity in digital marketing

Using digital tools for a diverse and inclusive marketing campaign is essential to reach target markets. Digital marketing initiatives that emphasize diversity and inclusion can lead to increases in customer preferences, sales and inventory levels. To achieve this goal, representative images, internet access, and inclusive language are important tactics. They ensure that you take into account different ethnicities, genders and cultures in your marketing strategy, among other things. By consciously incorporating diversity and equity into marketing campaigns, companies can help foster greater understanding and respect between different groups.

In addition, taking concrete steps to address social injustice is crucial to attracting customers. In order to appeal to a larger audience, it is important to use politically appropriate terminology and avoid words with negative connotations. In addition, it is extremely important to use existing tools to develop digital marketing campaigns that engage people of all genders, races, ethnicities, sexual orientations and abilities. It is also essential to monitor social media conversations and address any instances of bias or discrimination.

Start building a team of people from different segments who can add emotion and authenticity to your marketing campaigns.

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